Media Landscape Colombia

A visual introduction to ColombiaA visual introduction to Colombia

Content

Market Overview

Overview by Media

Inflation increase by media

Competitive Key Facts

Satisfaction Survey

Colombia

Location: South America

Habitants: 44’977.958

Capital City: Bogotá D.C

Religion: Catholic (90%)

Currency: Colombian Peso (COP)

Population under the poverty line: 49.2 %

Inflation 2008: 7.67%

Inflation 2009: 4.5% estimated

Exchange rate:

• 1 EUR = 2.908 COP (Average 2008)

• 1 USD = 1.990 COP (Average 2008)

• 1USD = 1.924,3 COP (06/11/2009)

Source: DANE

Some demographic data

Total Population 44’977.958

Total Households 11’532.809

Annual growth 1.3%

Urban population 76.0%

Rural population 24.0%

Life expectancy 70.6 years

Population in working age 77%

Economically active population 45%

Unemployment rate 12%

Average number of people per household in Colombia is 3,9.

88,3% of the population (from 5 years), know how to read and write.

Population pyramid – 2009 projection

0

1.000.000

2.000.000

3.000.000

4.000.000

5.000.000

6.000.000

7.000.000

8.000.000B

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National 44’977.758

Capital Cities(32) 20’710.993 (46%)

Population by SEL. (National)

*Source DNP

ABC+ (16%)

C (43%)

ED (53%)

Economic parametersGDP TREND (Colombian Pesos)

Source: DANE – Banco de la Republica

Landscape Colombia 2009

8

Media Market Overview

Total media spend (2000 – 2009)

Source: Ibope Colombia – Colombian pesos

Billion Col$

10

Landscape Colombia 2009

Spend By Month 2004 – 2008

Source: Ibope Colombia Colombian pesos

11

Landscape Colombia 2009

Source: Ibope Colombia – Colombian pesos

2009 top 10 spend for Categories and Advertisers

Amount Spent $ 78 Billions Col

12

Landscape Colombia 2009

Beverage

P. Care/others

Telcom

Bank

Telcom

Telcom

P. Care

P. Care/others

Beverage

Food

General Investment Overview by

Media

Sourceb decreaja: IBOPE: IWKS

- 3%

Total Advertisers

12%

8.9%

0 %

- 55% 2%

1.1%

-7.1%

% growth 2007 Vs 2008

Compared 2008 vs. 2009 same period (Jan- Sep) the total market has decreased 9,8%, the most affected media are newspapers and OOH.

Due to the census of 2005 and the weighting of the TGI data base, the sample change, because previously it was weighted in the

1993 census.

Media Overview

Audience evolution by media

Due to the census of 2005 and the weighting of the TGI data base, the sample change,

because previously it was weighted in the 1993 census.

2.6%

Total People% growth 2007 Vs 2008

-7.8%

-16.2%- 10.9%

- 27.5%

13.6%

- 10%

-7.2 %

-5.9%

-40.9%

TVTV

Methods used to provide Television Service in Colombia

Open TelevisionOpen Television Closed TelevisionClosed Television

National

Regional (Public)

Local

Public interest Television,social, educative and

cultural (Señal Colombia y Institutional Channel)

Commercial Television

With profit motive

Without profit motive

Cable

Satellite

Communitarian

Source: CNTV

TelevisionAudience Share

There is a steady growth in Cable TV, which takes the participation of private channels, that

mainly is influenced by the change in the Ibope sample since May.

2009Target: Personas

Source: IBOPE: MMW

People dedicates an average of 2h.53min daily watching Television

TelevisionAverage Rating by Type of program -Total

Audience

Source: IBOPE / MMW

2009

TV audience during Peak Time minute by minute

TV Formats in Colombia - Examples

Congelados : full screen frieze image when starts the commercial break.

Cortinillas : 10 second spot before the opening the commercial break

Product Placement : allocated the product or the brand inside the program

Autopromociones: Spots of the channels programs where we can ad a 5 seconds tag.

Crawl: 10 second spot without audio, inside the program using 15% of the screen.

Fuente: TGI

Cable Channels Evolution

-19 %

8%36 %

33%

-16 %-18 %

0 %13 % 55 % -5 %

Source: IBOPE / MMW

Cable TV Description

International Television

High penetration

Source: TGI

NewspapersNewspapers

Newspapers in Colombia

Monday to Saturday: 37

Sundays: 20

Weekly: 7

National Coverage

Regional Coverage

Print: Newspapers Geographic Coverage Study

La CrónicaLa Patria

El Tiempo Café

Diario del OtúnLa Tarde

El Colombiano

El Mundo

El Tiempo Medellín

Z. Antioquia

Z. Cafetera

El Heraldo

El Informador

Z. Caribbean

El Meridiano

El Universal

La Libertad

Boyacá 7 días

Diario del huila

Z. Center

Diario Deportivo

El Espectador

El Nuevo Día

El Nuevo Siglo

El Tiempo

Hoy

La Nación

La Republica

Llano 7 días

Portafolio

Tolima 7 días

La Opinión

Vanguardia Liberal

Z. East

El Tiempo Cali

El País

Diario de OccidenteEl Liberal

Z. Pacific

Newspapers read on the Center region

Print: Newspapers

Circulación L – S: 35.000

Suscriptores: 0

Circulación L – S: 35.000

Suscriptores: 0

Source: TGI

Newspapers read on Antioquia

Print: Newspapers

Circulación L – S: 35.000

Suscriptores: 0

Circulación L – S: 35.000

Suscriptores: 0

Source: TGI

Newspapers read on Pacific

Print: Newspapers

Circulación L – S: 35.000

Suscriptores: 0

Circulación L – S: 35.000

Suscriptores: 0

Source: TGI

Source: IBOPE / MMW

Source: TGI

Newspapers Description

MagazinesMagazines

Magazines Read

Print: Magazines

Circulación L – S: 35.000

Suscriptores: 0

Circulación L – S: 35.000

Suscriptores: 0

Source: TGI

Magazines Read

Print: Magazines

Source: TGI - Women ABC

Source: IBOPE / MMW

Source: TGI

Magazines Description

Magazines in Colombia

Weekly 5

Fortnightly 11

Monthly 79

Bimonthly 23

Quarterly 3

Half-yearly 2

Total 123

Source: TGI

Magazines Owners – GS Purchase

InternetInternet

Visited Web Domains

Internet

Circulación L – S: 35.000

Suscriptores: 0

Circulación L – S: 35.000

Suscriptores: 0

Source: TGI

Source: IBOPE / MMW

Source: TGI

Internet Description

Colombia will soon become the second country with more

web visitors in South America and with great growing

potential

RadioRadio

Radio in Colombia

AM Stations: 1.6001.600

Commercial 484

Public Interest 1. 116

FM Stations:2.2502.250

Commercial 1.096

Communitarian-Public interest 1.122

Leading Channels or Networks

Own 108 127 28

Affiliated 67 38 2

Total Stations 175 165 30

AM Stations 93 87 1

FM Stations 82 78 29% Stations

Total of the Market 11.1% 10.4% 1.8%

Prisa

Group

All this Radio Channels have National coverage in the main cities

Source: IBOPE / MMW

Source: ECAR

Radio Description

1/13/2011

46

CinemaCinema

Profile of the cinema viewers

CINEMA

Source: Cinevision International

Operators 2008

CINEMA

Brand Owners Sites Screens Seats

Cine Colombia Cine Colombia 32 194 41311

Cinemark Cinemark 13 72 16776

Procinal Procinal 39 100 15071

Royal Films Royal Films 19 82 14181

Cinepolis Cinepolis 1 9 1672

Source: Cinevision International

OutdoorsOutdoors

Public Routes

OOH - Public Route

Circulación L – S: 35.000

Suscriptores: 0

Circulación L – S: 35.000

Suscriptores: 0

Source: TGI

Source: IBOPE / MMW

Source: TGI

OOH Description

OOHThe main OOH media in Colombia are :

•Billboards (12 x 4 mts )

•Bus Stop Shelters

•Transmilenio (Bogotá)

•Metro (Medellín)

•Merchandising in Malls

•Advertising in Airports

Although there are many formats available, this above are the main ones.

WHERE IS MEDIA GOING IN COLOMBIA

•Open TV: Entry of a third channel during the second half of 2010 which will be assigned by pitch to any this Media owners Groups: Cisneros, Prisa or Planeta. During the first half

of 2010 signal proves will be tested.

•Pay TV: this channels see the potential of Colombia due its advertisers. Cable channels

have audience monitoring for 84 channels by IBOPE but advertising is not being checked

•Magazines: More segmentation, All media is moving to their websites. Many segmented

magazines have their website.

•Newspapers. Free newspapers with high penetration in all segments and regions.

•Internet: Mobile internet will continue growing, such as the penetration in all SEL.

•Cinema: Decrease in public assistant due to the high illegal DVD consumption. Cinemas

had been growing markedly in the second half of last year by the building of new malls

with multiplex, for next year is expected the media reactivation

•Radio: Internet radio networks begin to gain more conventional users. Higher audience

during hours with high traffic on main cities.

•OOH- many restrictions for the allocations, but it is a media with a lot of alternatives.

Colombia – Media Inflation

Increase – Media Inflation

Country Inflation source : Banco de la República and is according to the rates increase.